Category: Articles

In today’s competitive digital and offline landscape, businesses must establish a positive reputation, as consumers tend to engage more frequently with trusted businesses.

86% of job seekers research a company’s reputation and brand before applying. No matter how large the salary might be, 75% of candidates don’t want to work for a company with a bad reputation.

Creating compelling brand stories around your products or services is a great start for a positive reputation building, but what about your employer brand?

There’s no denying the importance of managing your employer brand in a tight labor market, but the truth is that it must be always managed and influenced proactively; the importance cannot be overstated.

In this article, you will learn how employer branding can bring value to your company and receive tips on creating a successful employer branding strategy.

Let’s dive in.

And don’t forget to explore our recent work:

• The Top 15 Marketing Tips for 2023
• Quick Guide to Google Analytics 4 for Marketing Agencies
• Will OpenAi ChatGPT Replace SEO Writers?
• Which SEO Factors Have the Highest Impact on Ranking?

What is Employer Branding?

It is the process of building and promoting a company’s reputation as an employer of choice. Companies must create a positive image of themselves to attract potential candidates and employees and highlight their values, cultures, and benefits.

It is a key factor in attracting and retaining top talent, reducing recruitment costs, as well as improving employee engagement and productivity to have a strong employer brand.

How does Employer Branding Benefit your Organization?

The task of recruiting and retaining the best employees becomes challenging – and costly – without employer branding. To drive your business forward, you need talented, leadership-bound employees, and the best way to find them is by casting the impression that your company is a great place to work.

Did you know that 9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained? It’s not just the salary and benefits you offer; it’s the organization’s culture and how it treats its employees that can significantly affect the impression you want to make on prospective applicants.

Here are 6 reasons why employer branding is useful:

1.     More brand visibility and trust

The phrase “Nothing personal, it’s just business” is unsuitable when selling in B2B. By building brand trust and visibility, you don’t have to look too far; your employees in this situation are your advocates.

“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you”

– Zig Ziglar

A person who shares information from his background personally will always increase his network with acquaintances that would link him to his professional experience. So, when in need, a person from his network will know whom to contact for consultation or services directly.

2.     Increases website traffic and conversions

By creating a positive employer brand, you can also increase website traffic and conversions, leading to more significant revenue and sales for your company. For example, you can ask your employees to share their knowledge and share it on social media. It will be even more believable when you share actual quotes from current employees.

3.     Helps to attract new candidates (HR)

A strong employer brand can help HR teams attract high-quality candidates who fit the company’s culture and values well. Did you know that 62% of organizations say that employer branding is one of their most critical HR functions?

4.     Gives attractive storytelling opportunities

A solid employer brand also offers interesting storytelling possibilities that can be used to interest potential candidates and employees. It helps attract the attention of future talents and inspires them to work for your company. Not only that, but it also attracts like-minded candidates who can relate to your storytelling.

5.     Employees feel more confident in their field

A stronger employer brand can also help employees feel more confident in their area, which leads to higher job satisfaction and productivity. Give your employees a voice and the right platform; they will give you excellent employer branding in return.

6.     They improve their personal branding as well

Finally, a strong employer brand can help employees improve their personal branding, making them more attractive to potential employers in the future. Because it will help them.

What Channels Should be Used for Employer Branding?

1.     LinkedIn

LinkedIn is a social media platform that’s great for businesses wanting to connect with potential clients or others in their industry. Potential job candidates often research potential employers on LinkedIn to determine if they would be a good fit for the company.

Using LinkedIn to show your company’s expertise can help establish your business as a leader in your industry and attract good leads. LinkedIn is also useful for advertising job openings, communicating with your employees, and reaching potential clients through paid advertising.

Additionally, LinkedIn provides a suite of tools for businesses to create and promote their employer brand, including company pages, job postings, employee testimonials, and targeted advertising options.

Interesting facts:

• You can reach 900.2 million users.
• Most popular in The United States has at least 200.0 million registered users, and India has 99.0 million registered users.
• Most active demographic is men with 56.3%, and 60% of users are around 25-34 years old.
• Ideal for B2B companies.

2.     Glassdoor

Another great platform for employee branding is Glassdoor. The platform allows current and former employees to leave anonymous reviews about their experience in your company. They can provide information about salaries, bonuses, promotions, interview questions, etc.

As you already know, employer branding refers to a process that helps you create a positive reputation and image of a company’s culture, and The Glassdoor platform can help you with it. As current and former employees can share their experiences. A positive review can attract potential job candidates, while a negative review can deter them.

In fact, 62% of Glassdoor users agree that their opinion of a company improves after an employer responds to a review.

Interesting facts:

• Glassdoor has 55 million monthly visitors.
• America was the first country to gain access to Glassdoor.
• Most active demographic is women, with 51%.
• 60% of Glassdoor users read at least five reviews before deciding on a company.

How to Ensure Successful Employer Branding?

1.     Motivate employees

Incentives and rewards motivating employees are essential to successful employer branding. It is possible to boost employee engagement and productivity by rewarding them for their hard work and encouraging them to feel satisfied with their work. Some effective incentive and reward programs include bonuses, profit sharing, stock options, and recognition programs.

2.     Lead by example

By setting a good example, you can inspire your employees. Successful employer branding can be demonstrated by highlighting positive company culture, demonstrating a commitment to employee development, and demonstrating social responsibility.

It will help to increase the employees’ productivity. Satisfied employees miss less work, are more positive, contribute more to discussions, volunteer for more projects, or help a colleague.

3.     Invest in training

Leaving your job is often attributed to boredom and a need for a change of pace. It should be relatively easy to resolve this issue. Training programs can help employees develop their skills and knowledge, leading to higher job satisfaction and improved performance.

Companies can provide management and leadership training, offer special certifications, and provide plenty of opportunities for career advancement to capture job candidate interest and commitment from their employees.

4.     Recognize employee results

Recognizing employee results and sharing them with the broader community can help to build a positive employer brand and improve employee morale. For example, companies can highlight individual and team accomplishments, share positive customer feedback, and celebrate significant milestones to build a positive company culture.

5.     Prioritize onboarding

For a new hire to become a productive member of your team, the first 90 days are critical. Companies can make a profound and lasting first impression by offering a smooth onboarding process.

It is essential because if newcomers have a bad experience, they will most likely seek a different job opportunity, and they could leave a bad review that is unsuitable for your company to attract talents and keep them.

Onboarding plays a significant role in establishing a positive company brand image. The key to ensuring employee engagement is to get them excited about their roles and teams from the very beginning.

 If you empower your new employees with the tools and instructions they need to succeed, their transition will be smooth, turnover will be lower, and they will be more productive.

Bringing HR & Marketing Team Together

While HR teams focus on cultivating a positive company culture and values, marketing teams promote and showcase these values to the broader community. When they work together, they can craft engaging stories and campaigns that resonate with potential candidates and enhance the company’s employer brand.

Employee advocacy is a powerful tool in employer branding strategy, as it was mentioned before. Employers can create a trustworthy and authentic image of their brand by encouraging employees to share positive content about their workplace on social media.

Similar to customer reviews, potential candidates are more likely to trust the opinions of actual employees. Almost 90% of companies with successful employer branding believe in the power of employee advocacy and recognize that what employees say matters to the perception of their brand.

Employers can leverage employee sentiments in different ways, such as sharing reviews and testimonials on hiring pages or creating short interview videos for social media.

Share Quality & Interesting Content

To maintain a strong employer brand, companies should share quality and exciting content that reflects the company’s culture and values.

While using high-quality videos, photos, and slideshows effectively showcasing your company and its unique attributes. These can be used to tell your company’s story, celebrate diversity among your employees, and showcase your beautiful workspaces.

One effective way to introduce your company is by creating a welcome video from your CEO or hiring manager. At the same time, staff interviews can provide valuable insight into what working for your organization is like.

It’s essential to plan and budget for these marketing costs at the start of each quarter to ensure that you have the resources necessary to create compelling content that resonates with potential candidates.

Choose the Right Channels

It’s essential to choose the correct channels for promoting employer branding. Different channels may be more effective for different target audiences, so it’s necessary to research and understand where potential candidates and employees are most active.

For example, social media platforms like Instagram or TikTok may be more effective if the company is looking to attract young professionals. On the other hand, LinkedIn may be the best channel for the company to attract more experienced professionals.

Companies can ensure that their employer branding efforts reach the right audience and achieve the desired results by choosing the proper channels.

If you need assistance finding the right channels for your company or want your company to be put on the first page of Google, contact us today.

Optimizing your SaaS marketing strategy is crucial as the market continues to grow. Gartner estimates that the SaaS market is now worth $195 billion. That’s a drastic jump from being valued at $31.4 billion more than seven years ago.

So if you’re a player in the SaaS market, the obvious priority is figuring out how you will stand out. First, you must remember that thousands of SaaS companies are out there. In the United States alone, there are already 17,000 SaaS providers.

A unique, data-driven SaaS marketing strategy is the key to a SaaS provider’s success. Along with the technical components of building the software, you also need to get creative in driving a strong influence on your target market.

How can you acquire and retain customers? Does your software come with a potential for future growth and improvements? You must answer these two questions when developing a dynamic SaaS marketing strategy.

What is SaaS Marketing Strategy? 

Pouring hundreds of work hours into designing your software doesn’t automatically guarantee success. Yes, your product may offer unique features your competitors don’t have. First, however, it would be best to answer this question: how will your target consumers notice your software?

This is where an effective SaaS marketing strategy enters the picture. Crafting a marketing strategy for SaaS products is your means to enter your software into a target market. You promote your product, generate leads, and convert those leads into sales or subscriptions.

Developing a SaaS marketing strategy that will be a big hit immediately is challenging. To put together an engaging strategy, consistency is vital.

Why is SaaS Marketing Strategy Important? 

The SaaS market is still growing by the day, which can also result in stiffer competition. Thousands of SaaS companies are already marketing their products, and you should expect that the number of providers will double or even triple in the next several years. 

Yet, you should know that the demand for SaaS products is very high, so there’s a lot of room for your product to grow. Therefore, as soon as you identify the niche for your software, you should put a lot of creative effort into developing your SaaS marketing strategy. 

Your product has potential — let your SaaS marketing strategy unlock a myriad of possibilities.   

SaaS Marketing Strategies: Things to Keep in Mind 

As previously mentioned, creating a home-run SaaS product marketing strategy is challenging and rare in most cases. However, maintaining an effortful approach to staying in touch with your target audience is one feature of an effective marketing campaign.

Consistency is key, but it’s also vital to plan your course. After all, your efforts will only go to waste if you’re consistently going at it the wrong way.

Don’t worry too much, though, as you can follow a framework to develop an effective marketing strategy for SaaS. This framework will simplify things, so continue reading below for more information.

1. Identifying Your Target Audience 

Developing an ideal customer profile is very underrated in value, especially with how aligned it is with a brand’s identity and voice. Unfortunately, most sellers overlook this, so don’t make that same mistake.

How will a buyer persona or ideal customer profile help you craft a dynamic SaaS marketing strategy? A buyer persona presents you with valuable sets of information about your target customers, including the following:

• pain points 
• buying motivation 
• desired solutions 
• demographic challenges 

Why and how will a potential customer avail of your software? Do your target customers tend to see advertisements more through digital media rather than word of mouth? You should be able to adapt your marketing strategies to the current trends, and you can achieve that by developing a buyer persona. 

Now that you have various ideal customer profiles in mind, the next step is to conduct market research. Through market research, you can answer these important questions: 

• Does your product address one of the underserved needs in your target market? 
• What insights do people have about your product features? 
• Can your product adapt to the current trends in the market? 

Remember that market research is an ongoing process, so don’t stop gathering information and continue testing out your advertising strategies. 

2. Mapping Out SaaS Sales Funnel 

As you already know, the success of SaaS heavily relies on customer conversion and retention. Therefore, getting customers to subscribe long-term is the heart of your SaaS marketing strategy. 

After conducting market research and developing buyer personas for your target customer base, you can map out your SaaS sales funnel. From a broader perspective, the sales funnel is your customer’s journey from noticing your product for the first time to renewing their subscription or membership.

Terms may vary, but an effective SaaS sales funnel should include these stages (in order): 

1. Brand discovery – This is your customers’ first impression of your product. How are you promoting your software on sales calls or social media ads? 

2. Gaining interest – It’s your potential customer’s first engagement with your product. Did they sign up for your newsletter or did they book a free consultation with one of your sales agents? 

3. Individualized insights – This is when a customer tests your software for the first time. Are you offering a free trial or demo of your product? 

4. First purchase – Well, you’ve officially got something tangible for your efforts. A prospective client finally earned the “official customer” tag for purchasing your services.  

5. Customer retention – This stage lets you know how effective your software was to your client or customer. Did they renew their monthly subscription or annual membership? 

In a nutshell, your SaaS sales funnel gives you an idea of how you convert leads to sales. 

3. Creating a Value Proposition 

Grammarly’s recurring headline of “Great Writing, Simplified” is as simple and effective as you want a first impression to be. In just three words, Grammarly lets people know about the customers they’re targeting, the customer problems they can solve, and the actual solution that they’re offering. 

This slogan-like headline from Grammarly is the starting point of what you call a SaaS value proposition. Creating a value proposition for your software should involve the following: 

• A simple yet engaging headline 
• Two to three sentences that support the headline 
• Multiple bullet points to provide specific details about your brand 
• Your brand’s image or logo 

How do you then create a unique value proposition? The important thing to remember is that everything should be geared toward the customers’ needs. The first impression is key here, so your words should immediately resonate with your target customer base. 

With your customers’ needs in mind, the next thing to include is your unique advantages over the competition. Even if it’s just one specific detail, use it to your advantage. To gain their attention, customers just need to see one feature that they haven’t seen before. 

Finally, everything should be simple and clear. You can always get creative and witty but be mindful of using only simple wordings to make your SaaS value proposition more relatable. 

4. Understanding the Competition 

As is the case in every industry or business, the SaaS market is brimming with competition. If approached in the right way, competition becomes a healthy factor among competitors. SaaS providers begin to up their game, and this drives a mutual benefit between service sellers and buyers. 

You have to remember that there is a high demand for SaaS, especially with the digitalization of almost every platform. According to Statista, SaaS providers based in the United States already have more than 59 billion customers as of 2022. SaaS providers headquartered in the United Kingdom trail at second place with 3 billion customers worldwide. 

Still, you can’t get too complacent in the SaaS market. One distinct product feature can separate an upward-trending company from a spiraling one. For your company to avoid this, it’s recommended that you understand your competition. 

Your direct and indirect competitors don’t just pose a threat to your growth; they can unwittingly provide you with helpful information and data. By researching how your competitors are doing business, you will also discover your company’s weaknesses and build up on the things you’re already doing right. 

Understanding your competitors is a vital part of your SaaS marketing strategy, so make sure that this is part of your game plan.   

5. Customer Acquisition Strategies 

While it is true that there is a high demand in the SaaS market, it doesn’t mean that getting customers will be easy. It’s fairly easier to get your product noticed in the market, but can you secure customers on a long-term basis? 

That’s the thing with SaaS — your relationship with a client or customer could dictate how sustainable your success is. This is not like in a jewelry store where you’re happy to sell one item to a customer and count that as a win. In SaaS, you have to convince people to buy your product in the long run.

One of the tips for getting long-term clients in SaaS is knowing where the right channels are. Depending on where your niche lies, here are the best customer acquisition channels in the SaaS industry: 

• Search engine optimization (SEO) 
• Email marketing 
• Content marketing in social media 
• Cold calls 

• Paid advertising (Google Ads, Facebook Advertising, Guest Posts, Affiliate Marketing) 

All these acquisition channels are effective in their own way, but you have to know which one works best for your product. Some tips include knowing where your competitors are getting customers, pre-testing your marketing strategy, and analyzing the platforms where your customers are more active. 

6. Customer Retention Strategies  

As you have read more than one time in this article, getting long-term clients or customers is the key to success in the SaaS marketplace. It’s one thing to get a potential customer piqued with interest; it’s another to convince them to renew their subscriptions. 

The benchmark for customer retention rate in SaaS is around 90%. You may be intimidated by how high this standard customer retention rate is, but bear in mind that SaaS providers get their revenue via long-term subscriptions, not one-off memberships or free trials. 

So how do you optimize your SaaS marketing strategy with the aim of acquiring “repeat customers”? Here are some tips to get started: 

1. Design a user-friendly interface with clear-cut instructions 

2. Conduct customer satisfaction surveys from time to time 

3. Regularly interact with your customers 

4. Work on upgrades and additional features 

5. Prioritize customer support and help center 

Another customer retention strategy that you can utilize is implementing a customer loyalty program. It’s always an attractive way to engage both current and potential customers while encouraging them to get into the “spend more to earn more” scheme. Your customer loyalty program could include perks like getting cash back, unlocking higher-tier memberships, earning redeemable points, or getting discounts via referrals. 

7. Pricing Strategy 

You can your SaaS product as your passion or pet project, but let’s be perfectly honest: money is the driving force for SaaS operations. Your revenue is not just about the cold pile of cash you’re getting your hands on; the revenue you’re generating also tells you how your product is meeting the needs of your customers. 

One of the factors affecting revenue generation in SaaS is pricing strategy. Getting your pricing strategy right could unlock another avenue for your product’s sustainable growth. Your pricing strategies should take into account your expenses, your competitors’ current pricing, and the value that your customers get from your product. 

As for SaaS pricing models, here are a couple of examples that you can use: 

• Fixed-rate: Often used for single-product subscriptions, fixed-rate pricing allows customers to pay a flat rate, whether they choose a monthly or annual subscription. The downside of this pricing model is there’s no room for price adjustments if customers want to include (or exclude) a certain feature. 
• Usage-based: The usage-based pricing model allows customers to pay only for what they want to consume. This is more flexible pricing, although your company’s revenue might dip or increase depending on the current trends in the market. 

Optimizing your pricing strategy could pose a short-term risk, but it’s important to think about the bigger picture in this facet of your SaaS market strategy. 

8. Definition of Success 

SaaS is a subscription-model business, so if you want to have a growing revenue, you need to encourage clients or customers to renew their accounts. To be able to do that, you need to invest a chunk of your resources in your customer success strategies. 

According to the 2022 Customer Success Index by Gainsight, they found that SaaS providers spend at least 6% of their revenue on customer success. This number is just on the average line, so there’s a chance that the more successful SaaS companies invest more in customer success. 

Having said that, customer success in SaaS is more than just responding to your clients’ queries. You need to establish a good working relationship with your customers, and this process involves providing them with the following: 

• Intentional onboarding 
• Training and seminars 

• Workflow outlining 
• Business reviews 
• Feedback and evaluation 

In a nutshell, you need to ensure that your customers are getting the most out of your product. When they discover all the perks that come with your software, they won’t just renew their subscriptions, but they could refer you to potential customers. 

Measuring your success as a SaaS provider should be dependent on your long-term relationships with customers.  

SaaS Marketing Channels 

For your SaaS digital marketing strategy to work, you need to find the right channels to put your ads and content on.  A brilliant marketing strategy won’t matter if you’re not able to reach your target customer base. 

It goes without saying that your SaaS company must invest resources in your marketing strategies. So to make sure that you’re getting the most out of your budget, you need to find the most suitable market channels for your brand. 

From a broader perspective, there are three main categories of marketing channels. These are the following: 

• Paid Channels – This is a general type of marketing channel that requires payment for advertising your brand. Examples of paid channels include web display ads, paid campaigns on social media, guest posts, and email newsletters. 

• Owned Channels – Basically, owned marketing channels refer to the media channels that your company owns. These may be your company’s website or social media platforms like Facebook, Instagram, or LinkedIn. 
• Earned Channels – These are channels that you don’t pay for. You get access to earned channels organically, via word-of-mouth recommendations, referrals, and comments. 

For you to know about the more specific marketing channels that your SaaS brand can use, continue reading below. 

Saas SEO Strategy 

As you might have figured out by now, most of your SaaS marketing strategies will use the Internet as means of communication. Digital media is the way of the world now, so you need to know how you can increase your brand awareness on the Internet. 

If done properly, a great way to promote your SaaS brand is through Search Engine Optimization (SEO). SaaS SEO refers to the process of directing organic traffic to your brand, which increases reach, engagement, and awareness among your target customer base. A good SaaS SEO strategy typically involves relevant keywords and links from high-ranking, authoritative websites.  

SEO is important because 68% of online experiences start with people typing in keywords on search engines like Google, Bing, Yahoo!, Yandex, and Naver among many others. So how will you incorporate SEO into your SaaS marketing strategy? Here are some tips to get you started: 

• Research relevant, high-ranking keywords 
• Analyze content and keywords coming from your direct and indirect competitors 
• Invest in technical and on-page SEO 

• Create engaging content 

Content is still king in SEO, and that is the same case for your SaaS brand. To have the ability to craft engaging and relatable content, you must also identify the current challenges and trends in your target market. 

SaaS PPC Campaigns 

Along with the returns that you can get from investing in organic SEO, your SaaS brand can also benefit from a PPC (pay-per-click) campaign. If you want to get relatively quicker information on your ROI (return on investment), a PPC campaign could be your go-to marketing strategy. 

A PPC campaign refers to the process of paying for paid advertisements on search engines and social media platforms. It’s a great way to see if a certain marketing channel fits your brand’s target customer base, as PPC campaigns will provide you with data on your ROI quicker than an SEO strategy. 

PPC campaigns may require you to invest a lot of money, so you need to be intelligent as to where you put your resources into. An effective PPC campaign should see you doing the following: 

• Personalize your ads based on the marketing channel and your target customer base 
• Leverage your ads in relation to market movement and seasonal trends 
• Opt for retargeting to re-engage with target customers 
• Maximize opportunities on PPC landing pages 
• Consider other marketing channels outside of Google Ads 

While it’s true that data is quicker to get in a SaaS PPC campaign, you still have to exercise patience in testing different strategies and channels. 

SaaS Email Marketing Strategies 

Email marketing is another channel that SaaS companies are putting resources into. Email marketing is different from SEO and PPC strategies because you can have one-on-one interaction with each of your potential clients. 

Getting your email marketing right is such a crucial element in SaaS customer success. As previously mentioned in this article, success in SaaS relies on bringing in long-term customers. Through email marketing, you can personally get in touch with customers and address their specific needs. 

Moreover, email marketing involves one of the most important aspects of SaaS: encouraging your customers to renew their accounts. A typical email marketing strategy involves the following points: 

• Map out your customer journey 
• Nurture relationships, including Freemium subscriptions 
• Offer training and workflows to encourage Freemium users to upgrade their subscriptions 
• Provide regular reports and data charts for your users 

Crafting engaging emails is a great way to attract new customers, but the main priority in SaaS email marketing is nurturing relationships. You should take advantage of the personal touch that comes with email marketing and be consistent with your efforts. 

SaaS Video Marketing Strategies 

You’ve read in this article that content is king when it comes to marketing. Well-written content can engage your customer base and combining that with an effective video marketing strategy could pay dividends for your SaaS brand. 

According to Business Insider, the number of digital video viewers in the United States will eclipse 244.4 million by 2020. Videos are easier to consume, as there are more avenues to get creative and interactive with your target audience. In fact, more and more users say that short-form videos are the most engaging content on social media channels.  

So, it’s not surprising at all that most SaaS companies leverage their video marketing abilities to gain more leads and conversions. Once you successfully discover a suitable marketing channel to broadcast your video content, you can get creative as much as you want. There are tons of SaaS videos that you can create, including: 

• Product demo videos 
• Instructional videos 
• Promo videos 
• Customer testimonial videos 
• Company background videos 
• Free webinars 
• Interviews with industry experts 

A visual explanation of how you can help your customers should gain more attention to your SaaS brand. You can do out-of-the-box content with your videos, but make sure that everything is clear-cut and easy to understand.  

SaaS Marketing Strategy Takeaways 

From the first impression down to customer retention, a B2B SaaS marketing strategy involves a lot of brainstorming and content planning sessions. There are vital things to keep in mind, including determining a suitable customer base, mapping out your customer journey, finding the right marketing channels, analyzing your competitors, and optimizing your pricing plans. 

The process may seem complex at first glance, but if you stay true to your brand’s value proposition, the ideas and strategies will flow right through. There are many components to remember, but the most important factor in all these is how your SaaS can cover the needs of your customers. 

Click here to get a free SEO audit for your SaaS business.